Pablo Camacho
Mind Map by , created more than 1 year ago

Negocios Internacionales Mind Map on Measuring Sources of Brand Equity: Capturing Customer Mind-Set, created by Pablo Camacho on 10/11/2020.

166
0
0
Pablo Camacho
Created by Pablo Camacho over 4 years ago
Rate this resource by clicking on the stars below:
1 2 3 4 5 (0)
Ratings (0)
0
0
0
0
0

0 comments

There are no comments, be the first and leave one below:

Close
MeasuringSources of BrandEquity:CapturingCustomerMind-SetQUALITATIVERESEARCHTECHNIQUESIdentify possible brandassociations and sourcesof brand equity.FreeAssociationsubjects are askedwhat comes to mindwhen they think ofthe brandProjective TechniquesAre diagnostic tools to uncover thetrue opinions and feelings ofconsumers when they are unwillingor otherwise unable to expressthemselves on these matters.Completion andInterpretation TasksComparison TasksArchetypesZaltman MetaphorElicitationTechniqueSubconscious motives fortheir purchasing behavior.Neural Research MethodsIs the study of how thebrain responds tomarketing stimuli,including brands.Brand Personality and ValuesIs the humancharacteristics or traitsthat consumers canattribute to a brand.The BigFive1. Sincerity(down-to-earth, honest,wholesome, and cheerful)2. Excitement (daring,spirited, imaginative, andup-to-date)3. Competence (reliable,intelligent, andsuccessful)4. Sophistication(upper class andcharming)5. Ruggedness(outdoorsy and tough)Ethnographic andExperiential MethodsEthnographic research origi- nallyused by anthropologists. Ethnographicresearch uses “thick description”based on partici- pant observation.QUANTITATIVE RESEARCHTECHNIQUESBrand AwarenessIs related to the strength of the brand in memory,as reflected by consumers’ ability to identify variousbrand elements like the brand name, logo, symbol,charac- ter, packaging, and slogan under differentconditions.RecognitionBrand recognition requires consumers to identifythe brand under a variety of cir- cumstances andcan rest on the identification of any of the brandelements.RecallConsumers must retrieve theactual brand element frommemory when given somerelated probe or cue.Corrections forGuessingAny research measure mustconsider the issue of consumersmak- ing up responses orguessing.StrategicImplicationsUnderstanding recall when we usedifferent levels of product categoryspecificity as cues is important, becauseit has impli- cations for howconsumers form consideration sets andmake product decisions.BrandImageAssociations thatconsumers hold forit.Brand ResponsesFind out how consumers combine all the more specific,lower-level considerations about the brand in theirminds to form different types of brand responses andevaluations.Purchase IntentionsAre most likely to be predictive of actualpurchase when there is correspondencebetween the two in the followingdimensions:Action (buying forown use or to giveas a gift)Target(specific typeof productand brand)Context (in what type ofstore based on whatprices and otherconditions)Time (within a week, month, oryear)Likelihood toRecommendAccording to Reichheld, a customer’swillingness to recommend resultsfrom all aspects of a customer’sexperience.Brand RelationshipsBehavioralLoyaltyProvide information about brand attitudes andusage for Duracell, including potential gaps withcompetitors and the names of other brands thatmight be in the consideration set at the time ofpurchase.Attitudinal AttachmentSome researcherslike to character-ize it in terms ofbrand loveSense ofCommunityAlthough measuring behavioral loyalty and attitudinalattachment may require a fairly structured set ofquestions, both sense of community and active engagementcould call for more varied measures because of theirdiverse set of issues.Active EngagementThe extent to which consumers arewilling to invest their own personalresources— time, energy, money, andso onFournier’s BrandRelationship ResearchSusan Fournier argues that brands can and doserve as viable relationship partners, andshe suggests a reconceptualization of thenotion of brand personality within thisframework.COMPREHENSIVE MODELS OFCONSUMER-BASED BRANDEQUITYBrandDynamicsOffers a graphical model torepresent the emotional andfunctional strength ofrelationship consumers havewith a brand.Relationship to the CBBE ModelThe CBBE model synthesizes the conceptsand measures from a leading industrymodel and at the same time providesmuch additional substance and insight.PresenceRelevancePerformanceAdvantageBondingIdentityMeaningResponsesRelationshipsDouble click this nodeto edit the textClick and drag this buttonto create a new node